The global travel industry is experiencing a profound transformation, not just in response to the pandemic, but also due to the evolving expectations and values of different generations. As travel rebounds, understanding the distinct preferences of Gen Z, Millennials, and Gen X is essential for brands seeking to capture new demand, foster loyalty, and deliver standout digital experiences. Publicis Sapient’s research reveals actionable insights into how each generation is redefining the post-pandemic journey—and how travel brands can respond.
Gen Z travelers (ages 18-25) are emerging as a powerful force in the travel market. They seek once-in-a-lifetime, immersive experiences and are more likely than older cohorts to value human concierge assistance, even as they expect seamless digital touchpoints. For Gen Z, travel is about discovery, authenticity, and personalization. They are digital natives, but they also crave meaningful human interaction—especially when it comes to planning and navigating their journeys. Sustainability is also a core value, with a strong preference for brands that demonstrate environmental responsibility.
Millennials (ages 26-40) are the most digitally engaged generation, often blending virtual and physical experiences throughout their travel journey. They are highly interested in using virtual or augmented reality to research destinations, compare options, and plan activities. Flexibility, convenience, and the ability to customize experiences are top priorities. Millennials are also more likely to seek out unique, local experiences and value brands that offer transparency, real-time information, and easy modifications or cancellations. Like Gen Z, sustainability is important, but Millennials are especially motivated by value and the ability to maximize their travel budgets through smart planning and digital tools.
Gen X travelers (ages 41-57) prioritize value, safety, and reliability above all. This cohort is more likely to plan ahead, seek out promotions or discounts, and choose brands that offer clear health and safety assurances. While Gen X is increasingly comfortable with digital channels, they expect technology to be intuitive and supportive, not overwhelming. For this group, trust is built through consistent communication, flexible policies, and visible safety protocols. They are less likely to experiment with new digital features unless these directly enhance convenience or peace of mind.
The pandemic has accelerated digital adoption across all age groups, but the ways in which each generation engages with technology differ:
Contactless technologies—such as mobile check-in, digital room keys, and touchless payments—are now table stakes. However, the degree of adoption and enthusiasm varies, with younger travelers more likely to embrace new features and older travelers seeking reassurance and simplicity.
Traditional loyalty programs, long focused on frequent business travelers, must evolve to meet the needs of today’s leisure-driven, digitally savvy guests. Gen Z and Millennials expect loyalty to be rewarded not just with points, but with personalized offers, exclusive experiences, and flexible redemption options. Gen X, meanwhile, values programs that deliver tangible savings and straightforward benefits.
Travel brands can enhance loyalty by:
To deepen engagement with each generation, travel brands should:
The post-pandemic traveler is not a monolith. By segmenting audiences and personalizing offerings, travel brands can build deeper relationships, drive loyalty, and future-proof their business. The key is to:
As generational shifts continue to reshape the travel landscape, brands that listen, adapt, and personalize will be best positioned to capture new demand and set new standards for guest satisfaction. The journey ahead is defined by diversity, digital fluency, and the enduring desire for meaningful, memorable experiences—no matter the traveler’s age.
Ready to deepen engagement with Gen Z, Millennials, and Gen X? Connect with Publicis Sapient to unlock actionable insights and accelerate your digital transformation.